LG needed a launching Lollipop, a clamshell mobile phone for the teen market. To differentiate Lollipop, we turned to an overlooked function that seemed like nonsense, and made sense out of it. The Thailand-only campaign’s aimed to use the phenomenon of Korean pop culture (big in Thailand) to make a huge impact with teens.
To differentiate Lollipop, we turned to an overlooked function that seemed like nonsense, and made sense out of it. We made LED icons the new language among teens. Our “Lollipop Love Story,” a series of 5 webisodes, demonstrated how LED icons work, and we reiterated the message with teens through magazines, forums, YouTube, MSN Messenger, and social media.
We achieved over 1,000,000 unique visitors within the first month, or 15 times more than industry standards. With 252,200 subscribers, 41% were returning visitors. The campaign generated free PR and buzz on and offline, was blogged and shared over 10,000 times, and Lollipop sold out in its first month, generating a 80 million baht revenue, 200% more than projected.
Cannes Lion Winner